The Big Idea

            In such a commercial based society like we live in, it takes quite a bit of effort and knowledge in order to win the loyalty of consumers. Creative minds have become the front-runners in the successful advertising industry. “Creative thinking is the ability to stretch beyond the ordinary, to be original, innovative, and flexible. People who think creatively recognize commonalities, visualize metaphorically, modify and elaborate imaginatively, and envision the unlikely.” Advertising by Design, Robin Land Page 32 In the campaign, “What You Deserve” the strategy is to separate the product from the others in its class and place it into the hearts and budgets of American consumers. The pricing and the appeal of the tagline places the consumer into the car in the minds, winning the loyalty of them with each second. “For creativity to be useful, it must be coupled with intellect, not to mention perseverance. In fact, if you study geniuses and their work—Charles Darwin, Albert Einstein, Alexander Fleming, Toni Morrison, Amadeus Mozart, Pablo Picasso, Twyla Tharp, or Frank Lloyd Wright—you will find this to be true." Advertising by Design, Robin Land Page 33 The main concept of the campaign is to play on the natural sense of entitlement that lurks in the subconscious of the average American consumer. ’The key to coming up with a great ad is finding that one clear, concise, engaging idea.”  Advertising by Design, Robin Land Page 121 This big idea turns a fantasy into a reality for the viewer creating an emotional attachment to the product and the brand. The main target market is middle-aged business men with average incomes. Giving these consumers an opportunity to taste a class of luxury that they merely dream of, the campaign wins the hearts and loyalty of the consumer over the now over-priced, out of touch brands. “An effective ad is driven by the underlying concept. An advertising idea— or concept—is the creative reasoning behind a solution. The concept determines the resulting message: what you say and how you design. Though your concept or idea may be broad, it is foundational. Essentially, the idea drives your design decisions—how you create, why you select imagery and typefaces or lettering, and the reasoning behind your color palette selection. The idea sets the framework for all your design decisions.” Advertising by Design, Robin Land Page 66 The campaign will increase automobile sales to the average consumer and strengthening the bond between GMC and their consumers.